An assessment to the use of sensory marketing as a store marketing tool / Alek jethro C. Barcia, Renzo Vinci T. Cajefe, Jeremy Jayson M. Nool, and Jemimah R. Pocot. 6

Business Research: (BSBA major in Marketing Management) - Pamantasan ng Lungsod ng Maynila 2016. 56

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STATEMENT OF THE PROBLEM: The researchers aim to define the problems of the research, through the effects and limits of Scent as a Marketing tool, which shall be augmented to the analysis of results to give answers to the following questions accordingly: I.What are the demographic profile of the research respondents in terms of the following? a. Gender b. Age c. Occupation d. Monthly Income/Allowance II. How does scent affect the buying experience of customers? III. What are the potentials of scent as a Marketing tool in the Philippines? a. In increasing brand recognition b. In affecting customer purchase c. In getting more customer loyalty The objective of this research is to determine the implications of Scent as a Marketing tool. It will mainly focus on the relationship between the variables, the possible result and correlation of the research. Therefore, the appropriate research design that will be used in the research is correlation study since this research explores the relationship of the variables. The descriptive research is to authentication formulated hypothesis that refers to present situation in order to elucidate it. Descriptive research is a type of research that is primarily concerned with describing the nature or conditions and degree in detail of the present situation. The emphasis is describing rather than on magistrate or construes. Moreover, using the type of research method, makes it a quantitative kind of study. The study was conducted in Mandaluyong City, Metro Manila, Philippines, specifically at SM Megamall. The study focused on three scented stores located in the said mall, namely, (1) Bayo, (2) Charles & Keith), and (3) Pull and Bear. The research is limited to 150 samples, 50 samples per store respectively. The quantitative data gathered that will serve as the basis of the relationship and significance of the variables using the Likert Scale, whereas, Strongly Agree is equivalent to 5, Agree is to 4, Neither Agree nor Disagree is equivalent to 3, Disagree to 2, and Strongly Disagree to 1. For the question, Do you agree that stores should have a distinctive scent? It received an average grade of 4.41 or it means majority of the customers have agreed. For the question, Did the scent entice you to go inside the store? It received an average grade of 4.18 or it means majority of the customers were enticed to go inside of the store because of the scent. For the question, Did the scent make you feel more relaxed during your having buying activity on Bayo/Charles & Keith/Pull & Bear? It received an average grade of 4.34 or it means majority of the customers felt more relaxed during their buying activity because of the scent. For the question, Did the scent make you stay longer inside Bayo/Charles & Keith/Pull & Bear? It received an average grade of 4.21 or it means majority of the customers have stayed longer inside the atores because of the scent. For the question, Will you recommend Bayo/Charles & Keith/Pull & Bear to your family and friends because of its store's scent? It received an average of 4.18 or it means that majority of the customers will recommend the stores because of its scent. For Brand Recognition, an average grade of 4.24 was received or it means that majority of the customers recognize a store because of its scent. For Customer Purchase, an average grade of 3.42 was received or it means that majority of the customers neither agree nor disagree that scent affects their purchase. And for Customer Loyalty, an average grade of 4.2 was received or it means that majority of the customers will most likely visit the store again because of its scent.

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